Love Live! x Lawson Store Campaign Launches

One of Japan’s largest convenience store chain, Lawson, announced earlier in the year that they will be hosting a new campaign with the Love Live! School Idol Project anime. In promotion for the anime’s second season, Lawson has stocked many Love Live! themed products, from stationery to limited lunch packs, which launched earlier this week.

Lawson has the campaign around Japan, selling many Love Live! themed products. One such store in Tokyo is selling the special lunch pack, which comes with a tuna sandwich and an egg sandwich. A total of 999 lunch packs were on sale on the first day of the campaign.

And due to the popularity of Love Live! in Japan, all of the 999 lunch packs were sold out in hours.

Other products sold during the campaign includes clear plastic sleeves, penlights, posters and postcards.

Additionally, there were many Love Live! theme ishitas (cars covered in anime) parked in front of many Lawson stores.

Love Live! School Idol Project is an original anime produced by Sunrise studios that aired in January 2013. The conception of the anime project started in 2010 by Dengeki G’s Magazine. The editors wanted the project to be heavily influenced by fans, such as the costumes, hairstyles and names. Throughout this process, a manga of the project simply called Love Live! began in early 2012 by Sakurako Kimino and Arumi Tokita. The next part in the project was the anime series, followed by this app and an OVA. The second season of Love Live! School Idol Project started airing early last month, with a PlayStation Vita game releasing this month and a mobile game – Love Live! School Idol Festival.